中东和非洲数位户外广告 (DOOH) - 市场份额分析、行业趋势、统计数据和成长预测 (2026-2031)

预计到 2026 年，中东和非洲的数位户外广告 (DOOH) 市场规模将达到 4.1 亿美元。

这代表着从 2025 年的 3.6 亿美元成长到 2031 年的 7.5 亿美元，2026 年至 2031 年的年复合成长率（CAGR）为 12.95%。

此次扩张反映了NEOM耗资5000亿美元的智慧城市基础设施建设、阿联酋近乎全国范围的5G网路部署，以及将户外萤幕融入交通、零售和旅游网路的全国性数位转型计画。智慧型手机普及率的提高、公共交通网络的扩展以及监管机构对数据驱动型公共服务的推动，正在巩固中东和北非地区数位户外广告（DOOH）市场作为智慧城市核心基础设施的地位。随着气候适应型硬体、可再生能源驱动的LED阵列和人工智慧排播技术与环境法规的契合，国际媒体营运商正在加速投资。同时，区域营运商正透过利用文化专长和政府合作关係，动态地将全球技术与本地伙伴关係相结合，以保护其广告资源免受新进入者的衝击。

中东和非洲数位户外广告 (DOOH) 市场趋势与洞察

持续向数位广告转型

随着社群媒体互动达到顶峰，行动网路流量占总流量的80%以上，区域广告商正将预算从静态广告看板重新分配到资料驱动型网路。埃及的ICT增值预计将在2023年增长15.2%，这反映了数位商务的强劲发展势头推动了可衡量的宣传活动需求。 VIOOH和Broadsign等程序化平台正在改变线上购买方式、受众细分、动态创新和归因方式，使其转向路边和购物中心萤幕。沙乌地阿拉伯的「2030愿景」和阿联酋的「2021愿景」等国家愿景将数位户外广告（DOOH）资源定位为电子政府应用程式和公共讯息之间的连结纽带，使中东和北非地区的数位户外广告市场成为全通路传播的重要组成部分。广告公司正在利用跨装置标识符，在通勤者接触到数位汇流排候车亭广告看板后，向他们的智慧型手机投放同步广告，展现了传统户外广告无法量化的额外覆盖范围。

公共交通基础设施扩建

海湾合作委员会（GCC）各国政府正大力投资地铁、电车和快速公车（BRT）计划，从而创造新的广告位并培养忠实的客户群。利雅德地铁、杜拜2020线和多哈卢赛尔电车正在增设数百个车站，并计画配备数位广告资源。交通管理部门青睐数位广告形式，允许在同一显示器上共用时刻表、安全警报和商业内容，从而提升乘客体验并实现资产变现。稳定的通勤客流量为媒体营运商提供了稳定的广告曝光率，促使全球品牌重新分配其电视广告预算。预计到2030年，公共交通客流量将翻一番，中东和非洲的数位户外广告（DOOH）市场预计将随着基础建设的里程碑而稳步增长。

海湾合作委员会成员国实施严格的广告监管。

杜拜2020年第06号法规要求所有广告必须事先核准，并禁止在某些文化场所投放广告，这迫使媒体业者谨慎应对错综复杂的地方政府和联邦法规。阿联酋国家媒体委员会进一步规定，必须大幅使用阿拉伯语，并尊重宗教价值。科威特的授权​​法对车身动画广告征收额外费用。虽然这些规定旨在保护社会规范，但与西方同行相比，它们也延长了宣传活动的核准週期，限制了创新自由，并减缓了中东和北非地区数位户外广告（DOOH）市场的上线速度。

细分市场分析

至2025年，室内萤幕将占中东和非洲数位户外广告（DOOH）市场的27.35%，预计到2031年将以13.6%的复合年增长率成长。杜拜、利雅德和科威特城的购物中心正在拓展除租金以外的收入来源，在其中庭安装互动式8K墙，这些墙在非尖峰时段也可作为艺术装置使用。杜拜机场等机场营运商已与德高集团续签长期合同，获得数据丰富的优质广告资源，每年覆盖8600万旅客。购物中心营运商正优先发展室内网路以实现全通路商务，在指示牌上安装QR码，引导消费者使用会员应用程序，从而延长顾客停留时间并提高消费额。室内市场的成长也得益于气候控制，这延长了硬体的使用寿命，并降低了与沙漠高温相关的维护成本。

到2025年，户外媒体在中东和非洲地区的数位户外广告（DOOH）市场中仍将占据72.65%的份额。例如，阿布达比谢赫扎耶德路和利雅德北部环路沿线的高速公路数位广告牌，能够吸引通勤者的目光长达90秒，从而实现更长篇幅的内容展示。政府道路安全法规规定，高达10%的展示时间用于公共讯息，进一步强化了户外媒体的公共效用。儘管户外广告位需要高额的资本投入，但由于其规模和独特性，其每千次展示成本（CPM）仍然能够获得显着的溢价。智慧城市总体规划将交通感测器整合到路边立柱中，打造出物联网连接的单元，能够更新内容以进行交通拥堵管理，并将广告与公共服务资讯融为一体。

到2025年，受中东和非洲以汽车为中心的通勤模式驱动，户外广告看板将占据该地区数位户外广告（DOOH）市场份额的52.10%。杜拜E11走廊沿线的静态和影片广告每週广告曝光率将达到600万次，吸引了来自汽车和银行业等行业的广告商。然而，预计到2031年，交通广告的成长速度将超过其他广告形式，年复合成长率（CAGR）将达到14.05%，这反映了地铁线路、路面电车线路和快速公车专用道的扩建。例如，利雅德的85个地铁站将设立专用区域，配备4K萤幕，并与行动购票应用程式和六种语言的扩增实境境地图相连。

智慧公车候车亭和数位资讯亭等街头设施正受益于政府竞标，这些项目将广告、无线充电和空气品质感测器相结合。这种「萤幕+实用功能」模式使营运商能够同时实现广告空间和数据分析的双重获利，从而提高投资回报率。体育场馆、娱乐区和会展中心是小众但利润丰厚的领域。 2028年沙乌地阿拉伯特罗杰纳滑雪度假村举办的亚洲冬季运动会将配备身临其境型LED隧道，为未来的赛事树立体验标竿。

其他福利：

• Excel格式的市场预测（ME）表
• 3个月的分析师支持

目录

第一章 引言

• 研究假设和市场定义
• 调查范围

第二章调查方法

第三章执行摘要

第四章 市场情势

• 市场概览
• 市场驱动因素
  • 向数位化广告的转型正在进行中。
  • 公共交通基础设施扩建
  • 加速程式化数位户外广告的普及应用
  • 沙乌地阿拉伯的计划促进智慧城市媒体发展
  • 5G赋能的即时动态创新触发器
  • 可再生能源驱动的LED显示器的ESG推广
• 市场限制
  • 海湾合作委员会成员国实施严格的广告监管。
  • 在农村地区继续使用传统户外广告
  • 受众指标分散
  • 高温环境下的高维护成本
• 产业价值链分析
• 技术展望
• 监管环境
• 波特五力分析
  • 供应商的议价能力
  • 买方的议价能力
  • 新进入者的威胁
  • 替代品的威胁
  • 竞争对手之间的竞争
• 宏观经济因素如何影响市场

第五章 市场规模与成长预测

• 按位置
  • 室内的
  • 户外
• 透过使用
  • 广告看板
  • 运输
  • 街道设施
  • 其他用途
• 按销售管道
  • 直接地
  • 程序化担保
  • 即时竞价（公开交易）
• 按格式类型
  • 数位看板
  • 数位海报
  • 大型LED视讯萤幕
  • 互动资讯亭
  • 3D全像显示器
• 最终用户
  • 商业的
  • 对机构而言
  • 基础设施
  • 零售和娱乐场所
• 按国家/地区
  • 沙乌地阿拉伯
  • 阿拉伯聯合大公国
  • 科威特
  • 卡达
  • 摩洛哥
  • 埃及
  • 其他中东和非洲地区

第六章 竞争情势

• 市场集中度
• 策略趋势
• 市占率分析
• 公司简介
  • JCDecaux SE
  • ELAN Media WLL
  • BackLite Media LLC
  • Hypermedia FZ LLC
  • Abu Dhabi Media Company PJSC
  • Dooha Media WLL
  • EyeMedia Advertising WLL
  • Pikasso SARL
  • Elevision Media FZ LLC
  • Al Arabia Outdoor Advertising CJSC
  • Faden Media Company Ltd.
  • Hills Advertising LLC
  • Arabian Outdoor Advertising LLC
  • MBC Media Solutions FZ LLC
  • Al Barq Digital Media LLC
  • Publicity Qatar WLL
  • Sahara Media Advertising Co. LLC
  • Ethraa Advertising Company LLC
  • Wow Media LLC
  • Al Fahad Advertising LLC
  • Blue Rhine Media LLC
  • Pixcom Technologies LLC

第七章 市场机会与未来展望

Middle East and Africa Digital Out-of-Home (DOOH) market size in 2026 is estimated at USD 0.41 billion, growing from 2025 value of USD 0.36 billion with 2031 projections showing USD 0.75 billion, growing at 12.95% CAGR over 2026-2031.

The expansion reflects the integration of NEOM's USD 500 billion smart-city infrastructure, the UAE's near-universal 5G coverage, and country-wide digital transformation agendas that embed out-of-home screens into mobility, retail, and tourism networks. Rising smartphone penetration, public-transit buildout, and a regulatory push toward data-driven public services reinforce the Middle East and Africa Digital Out-of-Home (DOOH) market's positioning as a core smart-city utility. International media owners are accelerating their investment because climate-resilient hardware, renewable-powered LED arrays, and AI scheduling now align with environmental mandates. Regional operators, meanwhile, utilize cultural expertise and government partnerships to safeguard their inventory from new entrants, thereby creating a dynamic blend of global technology and local insight.

Middle East And Africa Digital Out Of Home (DOOH) Market Trends and Insights

Ongoing Shift Toward Digital Advertising

Advertisers in the region are redirecting their budgets from static billboards to data-driven networks as social media engagement peaks and mobile web traffic surpasses 80% of overall browsing. Egypt's ICT value-added increased by 15.2% in FY 2023, reflecting a broader momentum in digital commerce that fuels demand for measurable campaigns. Programmatic platforms such as VIOOH or Broadsign have migrated online buying conventions, audience segments, dynamic creatives, and attribution to roadside and mall screens. National visions, such as Saudi Vision 2030 and UAE Vision 2021, view DOOH inventory as a connective tissue that links e-government apps with public messaging, making the Middle East and Africa Digital Out-of-Home (DOOH) market integral to omnichannel communication. Agencies leverage cross-device identifiers to serve synchronized ads to commuters' phones after exposure to digital bus-shelter panels, proving incremental reach that traditional OOH could not quantify.

Expansion of Public-Transit Infrastructure

GCC governments invest heavily in metro, tram, and bus rapid-transit projects, creating new screen real estate and captive audiences. Riyadh Metro, Dubai Route 2020, and Doha's Lusail tram collectively add hundreds of stations earmarked for digital concessions. Transit authorities prefer digital formats because schedules, safety alerts, and commercial content can be shared on the same display, improving the passenger experience and monetizing assets. The predictable footfall of commuters provides media owners with robust impression counts, encouraging global brands to reallocate their television budgets. With mass-transit passenger volume forecast to double by 2030, the Middle East and Africa Digital Out-of-Home (DOOH) market anticipates steady inventory growth tied to infrastructure milestones.

Stringent Advertising Regulations in GCC

Dubai's 2020 Decree No. 06 requires prior approval for every advertisement and prohibits placements on certain cultural sites, forcing media owners to navigate a complex web of municipal and federal regulations. The UAE's National Media Council further mandates the prominence of the Arabic language and respect for religious values. Kuwait's licensing statutes impose extra fees on animated bus wraps. While the guidelines protect social norms, they prolong campaign approval cycles and limit creative latitude, reducing the speed-to-launch of the Middle East and Africa Digital Out-of-Home (DOOH) market compared to Western peers.

Other drivers and restraints analyzed in the detailed report include:

1. Accelerating Adoption of Programmatic DOOH
2. Saudi Giga-Projects Boosting Smart-City Media
3. Persistence of Traditional OOH in Rural Areas

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Indoor screens accounted for 27.35% of the Middle East and Africa Digital Out-of-Home (DOOH) market size in 2025 and are projected to register a 13.6% CAGR through 2031. Shopping malls in Dubai, Riyadh, and Kuwait City retrofit atriums with interactive 8K walls that double as art installations during off-peak hours, expanding revenue beyond tenant rents. Airport operators, such as Dubai Airports, renewed long-term concessions with JCDecaux to deliver data-rich, premium inventory that reaches 86 million annual passengers. Mall operators value indoor networks for omnichannel commerce; QR codes on totems link shoppers to loyalty apps, increasing dwell time and basket size. Indoor growth also benefits from climate control, which extends hardware life and moderates maintenance costs associated with desert heat.

Outdoor media maintained a 72.65% share of the Middle East and Africa Digital Out-of-Home (DOOH) market size in 2025. Highway digital billboards around Abu Dhabi's Sheikh Zayed Road and Riyadh's Northern Ring Road capture commuter eyeballs for up to 90 seconds, enabling long-form storytelling. Government road-safety mandates allocate up to 10% of screen time for public messages, reinforcing the medium's civic utility. Although capex is higher, outdoor sites command superior CPM premiums due to scale and exclusivity. Smart-city master plans integrate roadside pylons with traffic sensors, creating IoT-linked units that update content to manage congestion, merging advertising with public-service information.

Billboards captured 52.10% of the Middle East and Africa Digital Out-of-Home (DOOH) market share in 2025, underpinned by the region's car-centric commuting patterns. Static and full-motion faces along Dubai's E 11 corridor deliver 6 million weekly impressions, attracting automotive and banking advertisers. Yet transit advertising is set to outpace all other uses with a 14.05% CAGR through 2031, reflecting expansion of metro lines, tram corridors, and BRT lanes. For example, the Riyadh Metro's 85 stations feature dedicated zones with 4K screens that sync with mobile ticketing apps and offer augmented-reality maps in six languages.

Street furniture, including smart bus shelters and digital way-finding kiosks, benefits from municipal tenders that bundle advertising with wireless charging and air-quality sensors. This "screen-plus-utility" model allows operators to monetize both ad inventory and data analytics, improving ROI. Sports venues, entertainment districts, and expo centers represent niche but high-yield segments; the 2028 Asian Winter Games in Saudi Arabia's Trojena ski resort will deploy immersive LED tunnels, setting experiential benchmarks for future events.

The Middle East and Africa Digital Out of Home (DOOH) Market is Segmented by Location (Indoor and Outdoor), Application (Billboard, Transit, and Other Applications), Sales Channel (Direct Buys, Programmatic Guaranteed, and Real-Time Bidding), Format Type (Digital Billboards, Digital Posters, and More), End-User (Commercial, Institutional, and More), and Country. The Market Forecasts are Provided in Terms of Value (USD).

List of Companies Covered in this Report:

1. JCDecaux SE
2. ELAN Media W.L.L.
3. BackLite Media LLC
4. Hypermedia FZ LLC
5. Abu Dhabi Media Company PJSC
6. Dooha Media W.L.L.
7. EyeMedia Advertising W.L.L.
8. Pikasso SARL
9. Elevision Media FZ LLC
10. Al Arabia Outdoor Advertising CJSC
11. Faden Media Company Ltd.
12. Hills Advertising LLC
13. Arabian Outdoor Advertising LLC
14. MBC Media Solutions FZ LLC
15. Al Barq Digital Media LLC
16. Publicity Qatar W.L.L.
17. Sahara Media Advertising Co. LLC
18. Ethraa Advertising Company LLC
19. Wow Media LLC
20. Al Fahad Advertising LLC
21. Blue Rhine Media LLC
22. Pixcom Technologies LLC

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 Ongoing shift toward digital advertising
  • 4.2.2 Expansion of public-transit infrastructure
  • 4.2.3 Accelerating adoption of programmatic DOOH
  • 4.2.4 Saudi giga-projects boosting smart-city media
  • 4.2.5 5G-enabled real-time dynamic creative triggers
  • 4.2.6 ESG push for renewable-powered LED displays
• 4.3 Market Restraints
  • 4.3.1 Stringent advertising regulations in GCC
  • 4.3.2 Persistence of traditional OOH in rural areas
  • 4.3.3 Fragmented audience-measurement standards
  • 4.3.4 High ambient-temperature maintenance costs
• 4.4 Industry Value Chain Analysis
• 4.5 Technological Outlook
• 4.6 Regulatory Landscape
• 4.7 Porter's Five Forces Analysis
  • 4.7.1 Bargaining Power of Suppliers
  • 4.7.2 Bargaining Power of Buyers
  • 4.7.3 Threat of New Entrants
  • 4.7.4 Threat of Substitutes
  • 4.7.5 Intensity of Competitive Rivalry
• 4.8 Impact of Macroeconomic Factors on the Market

5 MARKET SIZE AND GROWTH FORECASTS (VALUES)

• 5.1 By Location
  • 5.1.1 Indoor
  • 5.1.2 Outdoor
• 5.2 By Application
  • 5.2.1 Billboard
  • 5.2.2 Transit
  • 5.2.3 Street Furniture
  • 5.2.4 Other Applications
• 5.3 By Sales Channel
  • 5.3.1 Direct Buys
  • 5.3.2 Programmatic Guaranteed
  • 5.3.3 Real-Time Bidding (Open Exchange)
• 5.4 By Format Type
  • 5.4.1 Digital Billboards
  • 5.4.2 Digital Posters
  • 5.4.3 Video Screens (Large-Format LED)
  • 5.4.4 Interactive Kiosks
  • 5.4.5 3D Holographic Displays
• 5.5 By End-User
  • 5.5.1 Commercial
  • 5.5.2 Institutional
  • 5.5.3 Infrastructural
  • 5.5.4 Retail and Entertainment Venues
• 5.6 By Country
  • 5.6.1 Saudi Arabia
  • 5.6.2 United Arab Emirates
  • 5.6.3 Kuwait
  • 5.6.4 Qatar
  • 5.6.5 Morocco
  • 5.6.6 Egypt
  • 5.6.7 Rest of Middle East and Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles {(includes Global level Overview, Market level overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share for key companies, Products and Services, and Recent Developments)}
  • 6.4.1 JCDecaux SE
  • 6.4.2 ELAN Media W.L.L.
  • 6.4.3 BackLite Media LLC
  • 6.4.4 Hypermedia FZ LLC
  • 6.4.5 Abu Dhabi Media Company PJSC
  • 6.4.6 Dooha Media W.L.L.
  • 6.4.7 EyeMedia Advertising W.L.L.
  • 6.4.8 Pikasso SARL
  • 6.4.9 Elevision Media FZ LLC
  • 6.4.10 Al Arabia Outdoor Advertising CJSC
  • 6.4.11 Faden Media Company Ltd.
  • 6.4.12 Hills Advertising LLC
  • 6.4.13 Arabian Outdoor Advertising LLC
  • 6.4.14 MBC Media Solutions FZ LLC
  • 6.4.15 Al Barq Digital Media LLC
  • 6.4.16 Publicity Qatar W.L.L.
  • 6.4.17 Sahara Media Advertising Co. LLC
  • 6.4.18 Ethraa Advertising Company LLC
  • 6.4.19 Wow Media LLC
  • 6.4.20 Al Fahad Advertising LLC
  • 6.4.21 Blue Rhine Media LLC
  • 6.4.22 Pixcom Technologies LLC

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-space and Unmet-Need Assessment